Larry Hochman
Offshore Dreaming
Part 3
Posted on November 2, 2007 - Filed Under Innovative marketing strategies, CSA - Celebrity Speakers, Expert Interviews |
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THE BUILDING OF RELATIONSHIPS IN THE GLOBAL, MOBILE, TEMPORARY, OFFSHORED and OUTSOURCED WORLD
by Larry Hochman
I have no specific argument against outsourcing, moving operations offshore, or both. What I sense, however, is a complete lack of honest debate about the financial trade-offs (apparently some of you believe there are none at all!!), if your service quality negatively impacts customer loyalty as a result. In order to succeed offshore, there needs to be a sustained, passionate, credible and comprehensive effort to do everything humanly possible, to not let your service standards fall as a result of your decision. You must assume they will, and to be brutally honest with yourself about the necessary steps that need to be taken to measure this and correct it immediately.
How and when do you begin to calculate the cumulative loss to the bottom line, when some of your most valuable customers take their business elsewhere, owing to terrible service being provided offshore? At what level is this debate being sustained in your organisation? Is the Board involved? Is the entire Executive Team involved? Or is the debate being driven by your IT Director and your FD, the same people who most likely drove your company to invest (thousands/millions?) in CRM, in order to build more profitable relationships with your customers?
Someone in your company is going to have to be the voice of reason in regard to the necessary additional investment in an outsourced/off-shored customer contact centre, to build, sustain and guarantee that service levels will not fall off a cliff. This person will have to bluntly point out the financial trade-offs of getting this wrong. This person will have to have the sustained vision to do everything humanly possible to develop the customer service skills of these off-shored and outsourced employees. This person will have to represent the customer and their demands (of course no longer expectations, but demands!), in this headlong rush to save money by moving your operations abroad. This is not the same as moving a manufacturing operation abroad, when your customers hardly noticed. This is about human contact, and its effect on the bottom line. Your company needs a champion to guarantee that you get this right. Will that person be you?
end of the “Offshore Dreaming” article by Larry Hochman
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